Eurobike Commentary

E-bike specific clothing. Yes.....it is real.

Eurobike just happened and maybe you didn't know that. I wouldn't blame you if that is the case, since the world's largest bike show wasn't really pumping out a lot of news about bicycles. Now, if your bag is electric motorcycles, well then, yeah. There was a lot of news about that segment. So what if the bike nerds call them "e-bikes", they are motorcycles by definition.

There was one electric motorcycle deemed good for off-road use, dual suspension, by the way, that was claimed to go far beyond 25mph, and that was a good feature to write about? Hmm.... Then there were some bits of this and that. Nothing spectacular, well that is unless you are a roadie. SRAM unveiled its poorly kept secret, the wireless electronic shifting group, and there was a hydraulic shifted group debuted by Rotor. Otherwise.....ho-hum. 

And all this from the biggest cycling show in the world? So, this begs the question, what in the world could be waiting at Interbike? I'll put out a guess- not much of anything new. What will be new will be accessories, more electric motorcycle stuff, and probably some personal appearance news. Just like any other year at Interbike of late. Not much to write home about for the average cyclist. Despite what the show promoters have to say.

"What did they say", you might ask? Well, the fellow behind Interbike was quoted as saying, “I get frustrated when I hear people say that they can see everything online, or that there’s not anything new to see at Interbike by the time the show arrives,” said Pat Hus, Vice President of Interbike. “I am going to assume that many of these naysayers haven’t been to the show in many years, and haven’t seen how it’s evolved."

Well, I am quite certain that people saying they can see everything on-line from the shows is frustrating, because it is true. Just Google "Eurobike 2015" and check it out for yourself. I mean, what the heck is the media there for if they aren't pumping out images and words about what is new? Since Eurobike introductions always pre-empt Interbike showings, it isn't any surprise that Mr. Hus is upset. And by the way, I have been to Interbike in previous years. 2007-2013, to be precise. I decided not to go last year, and guess what? I didn't miss anything but Las Vegas. Oh wait........I lied. I didn't miss Las Vegas either. 

Private dealer only events have gutted the trade show for new model stories.

Consumers typically used to ask, "What's new?" after you came back from trade shows. Back in the day, you had stories galore to tell. Now the consumer can hop online and on the day the shows open, or when a dealer only show happens that media are present at, they can view and read all about the new stuff before the show goers have lunch. So, no- you don't have to go to a trade show. You just have to be johnny-on-the-spot in the morning or have had someone tell you about the stuff beforehand. (Thus all the "embargoed" stories and "non-disclosure contracts" that companies enforce these days.)  

Another thing going on which neuters trade shows is the "demo tour" style marketing that companies like Santa Cruz and Niner Bikes have been doing for years. Check out the latest blurb from Surly Bikes as an example:

If you haven’t heard yet, Surly will not be attending Interbike this year in the fashion to which many of you and your favorite LBS have become accustomed. Yes, the Surly Ziggurat will lay dormant in its crate for Interbike 2015.

We’ve decided to spread our wings a little and shift focus from the cigarette stained halls and frosted tips of Vegas to the open road of this great nation. Yes that’s right, Surly is going to be taking more road trips in the coming year so we can visit our friends and bring them beer. 

Or as that seminal 70's and early 80's band, The Doobie Brothers used to sing, they'll be takin' it to the streets. Or your devices, as the case may be.